The mere repeated exposure paradigm involves repeated exposures of a particular stimulus object and observes the emerging preference for that object. Vast literature on the mere repeated exposure effect shows it to be a robust phenomenon that cannot be explained by an appeal to recognition memory or perceptual fluency. These effects are valid across cultures, species, and diverse stimulus domains. They have been obtained even when the stimuli exposed were not accessible to the participants' awareness, and even prenatally. Empirical research shows that a benign repetition experience can in and of itself enhance positive affect, and that such affect can become attached not only to exposed stimuli but to similar previously not exposed stimuli, and to stimuli totally distinct as well. A new explanation of the phenomenon is offered. Implications for affect as a fundamental and independent process are discussed in the light of neuroanatomical evidence.